GLOBAL OR NATIONAL BRANDS?
| Autor: | Sorina GÎRBOVEANU |
|---|---|
| Jazyk: | English<br />French |
| Rok vydání: | 2007 |
| Předmět: | |
| Zdroj: | Management & Marketing, Iss 1, Pp 82-88 (2007) |
| Druh dokumentu: | article |
| ISSN: | 1841-2416 |
| Popis: | Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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